For two decades, Kirk Pacenti worked with the biggest brands in cycling: Bontrager, Giro, Litespeed and more. In 2003, he started BikeLugs.com, selling lugs, tubing and consulting services to custom bicycle framebuilders. By 2012, business was booming and Kirk was ready to turn a promising company into a killer brand.
When Kirk came to us, he was already a legend among framebuilders and engineers in the cycling industry. But there’s more to Kirk than raw technical talent; he’s an approachable guy that genuinely loves “to make bikes better.”
We set out to develop a brand identity that communicated first and foremost the elite precision and attention to detail that the Pacenti name stands for, but also a love and respect for the historical pursuit of great engineering.
Precise letterforms call to mind the interlocking tubes of a bicycle frame. The colors are a modern twist on the good old red, white & blue, drawing inspiration from the history of American engineering without appearing quaint or folksy. The accent stripes echo livery from the vintage auto racing scene of the 1960s.
On-brand assets for a range of marketing efforts, including paid placement on cycling news websites and forums, pay-per-click search and display ad campaigns, organic social media, and targeted print advertising campaigns. Every piece, regardless of channel, reinforces the Pacenti ideal of superior engineering and better biking.
Cool logos don't amount to a hill of beans if they don't work in your customers' hands. We transposed all the design elements of the Pacenti identity to the awkwardly exciting surfaces of bicycle components and packaging. From the thin multiaxis arcs on Pacenti rims, to the smooth convex surfaces of a wheel hub, all the way to cardstock packaging and box inserts, the results speak (and spin) for themselves.